cartoon boy tv ad

Whilst researching for my dissertation i came across the nspcc's cartoon boy ad which was voted the best charity ad in the world in 2004 and won gold at cannes and the one show and a silver d&ad award.

The aim was to encouage more action to help the hidden victims of child cruelty. It shows a tom and jerry style cartoon child in a real life home setting 'bouncing back' from several attacks by its father. After the final act of abuse the character becomes a real child lying motionless on the floor saying 'real children don't bounce back'. The ad was extremly sucessful with the methods used and had a massive impact as calls to the helpline doubled during the ad's airing.